and really had an almost he ban-- evangelical about signing people up to register to give money through facebook and twitter. the romney campaign obviously got a later start because he was not the incumbent but also i think didn't quite have the fervent belief that this deserved a lot of resources. >> suarez: the romney campaign, however, did have a computer-based modelling system like the obama campaign, called orca. >> like the whale and it failed by all accounts. it didn't do what it was supposed to do on election day which was to get, to find out who was voting and who wasn't so they could get the supporters out to make sure that those people were voting. >> and the romney campaign did put a lot of resources into that system. and unfortunately for that side, it crashed. a lot of volunteers went home. they couldn't get the information about identifying voters. and this was supposed to be its answer to the restauranted obama ground game, the president's team that he had spent a couple years putting in place. coming back to this question of digital spending, if you go to the next graph